Snapchat Is Now Pitching Brands on Sequential Video Ads

Snapchat is encouraging brands to run longer video by buying bigger packages of ads. According to sources, Snap has started pitching brands on a new type of ad package called sequenced messaging, a type of sequential advertising, in recent weeks. The new ad pricing bundles video ads together so brands can run back-to-back video ads with different creative within Discover—the app's hub of daily content from publishers including Cosmopolitan, CNN and The Daily Mail—to tell one story. For example, one media buyer described how marketers can cut up a 30-second spot into three 10-second ads that run consecutively. "Think about taking a 30-second asset and getting it cropped up into three 10-second spots. I'm going to buy three back-to-back ads, and I'm going to tell this sequential story," said a digital ad buyer who was recently briefed on Snapchat's ad packages and spoke with Adweek on condition of anonymity. "I think it becomes unique in regard to storytelling. These guys are trying to get away with this idea of, 'Maybe if you watched three seconds of the first video, five seconds [of the second video] and then 10 seconds to finish the story, that's good as long as you get the point of the narrative.'" Sequential advertising is a sophisticated targeting tactic used by digital marketers. It zeros in on people who have previously seen or engaged with an ad and then follows up with a series of messages. The practice is commonly used with Facebook and Twitter. However,... Continue reading at 'AdWeek'

[ AdWeek | 2017-01-19 00:00:00 UTC ]

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Revenue is up across our list of New York's largest privately held companies

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Perplexity will put ads in its AI search engine and share revenue with publishers

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Alyssa Awe to Join Macmillan as Exec V-p of Biz Dev, Strategy

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Spotify subscribers in the US now get 15 hours of audiobooks every month

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Video and Audio Downloader Pro 2 review: Save YouTube videos and more

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Video and Audio Downloader Pro 2 review: Save YouTube videos and more

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Why advertising’s DEI movement has a global blindspot

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College textbook maker Pearson eyes NFTs to claim a cut of second-hand sales

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More Layoffs Hit Oni-Lion Forge

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Horizon Media will use Nielsen alternatives for up to 15% of TV upfront deals

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Amazon is bringing mobile games to its Amazon Kids+ service

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Penske Media Names Its First Chief Digital Officer | People on the Move

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